Hrithik Roshan creates HRX; Brand encourages consumers to 'push themselves to their extreme in all aspects of life'.

Bollywood star Hrithik Roshan extends brand into fashion and fitness

Bollywood actor Hrithik Roshan has extended his brand into a fashion and fitness lifestyle brand called HRX.

HRX will encourage consumers to ‘push themselves to their extreme in all aspects of life’.

“The most important part of the brand to me, is that we are going to make it our mission to support young achievers through a variety of programs, and really make diet, fitness, and confidence a key part of everyone’s life” said Hrithik Roshan.

The brand, inspired by the successful launches of other global celebrity brands like Jay-Z and David Beckham, is available online and will be Pan-India by mid-next year.

 “The brand has been in process of development for over two years," said Sid Shah, founder of The Wild East Group, a business development and brand licensing agency, which has developed this brand with Hrithik’s talent management company Exceed Entertainment.

"It has been a very strategic brand entry. The celebrity and brand have been tested with consumers, the competitive environment has been vetted, and the opportunity is massive, especially for a region that is obsessed with celebrity culture.”

 Afsar Abbas Zaidi, founder of Exceed Entertainment, added:"The brand is about fitness and fashion, the two key attributes of Hrithik Roshan.

“We are targeting not only his fans to buy the products, but also those looking for affordable quality active casual wear, which is a category we hope to develop."

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